Apple wants some respect, and culture. So what to do from Cupertino, California? They’re buying respectability. The company that brings us the iPhone, etc, is underwriting the whole Metropolitan Museum of Art Costume Institute exhibition next spring, including the famed Met Ball.
For their money, Apple will get Vogue editor Anna Wintour on a silver platter. They will also get their very own Johnny Ive as a co-host with Taylor Swift and actor Idris Elba. That’s how you do it, ladies and gents. iCulture is here.
The theme of the Met Ball next spring will be “manus x machina: fashion in an age of technology.” The italics and lower case are theirs. According to the release: “the exhibition will explore the impact of new technology on fashion and how designers are reconciling the handmade and the machine-made in the creation of haute couture and avant-garde ready-to-wear.”
Get this: “The Anna Wintour Costume Center galleries will present a series of “in process” workshops, including a 3D-printing workshop where visitors will witness the creation of 3D-printed garments during the course of the exhibition.”
Expect to see the Apple logo hoisted over the Met, Apple watches replacing diamond and gold time pieces, and everyone gets an iTouch. (This is just my supposition.) Ms. Wintour will be dressed in OS!
And just to assuage Vogue advertisers, Nicolas Ghesquière (he’s Louis Vuitton these days), Karl Lagerfeld and Muccia Prada will be honorary chairs.
Will Taylor and Johnny discuss streaming during dinner? The Apple doesn’t fall far from the tree.
What’s next? “Steve Jobs’ Secret Paintings” as a 2018 Met exhibition.
PS What happens if the “Steve Jobs” movie wins all the awards at the Oscars in February? Will Michael Fassbender et al be invited? Apple isn’t crazy about the movie.